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HMC- Mobile Location Based Services
- 1. WELCOME to theMobile Location Based Services Seminar October 26, 2010
- 2. About the Heartland Mobile Council Our Mission To educate brands on how to use mobile as a marketing channel Our Customer Businesses/brands who have consumers who frequently use mobile devices Our Team Seminars, Mobile University, Content, Marketing, Legal Passion, Industry Impact Join us! hugh@heartlandmobilecouncil.com @heartlandmobile
- 3. Our “Thanks” to Draftfcb for their support of this event and the Heartland Mobile Council Special Thanks to: Chris Miller Patrick Moorhead Greg Gill Lauren Cabot Altergott
- 4. Agenda 3:00 –Welcome – Steve Snyder, VP, HMC Seminars 3:10 – Overview of the LBS Landscape – Chris Miller, Draftfcb 3:30 – Google’s Mobile Strategy, Drew Mitchell, Google 4:10 – Using LBS in Mobile Applications, Alex Muller, GP Shopper 4:50 - Refreshment break 5:20 - Using Geo-fencing to deliver LBS – Alistair Goodman, Placecast 6:00 – Audience Q&A – All speakers 6:55 – Wrap-up, Hugh Jedwill, HMC Executive Director 7:00 – Networking reception - 19th floor atrium
- 5. @heartlandmobile Location Where it’s at
- 9. LBS as a game
- 12. 6:07PM Retail 5:02PM Mobile web 9:05PM Grocery 5:25PM Book Store 4:30PM Gas Station 6:59PM Sports Bar Home 1:15PM Lunch at the Pizza parlor – 12:00PM Workout at Health Club 9:35AM Coffee Shop Connecting message with moment
- 13. Linking Location and Value
- 14. Stickybits
- 15. Adding an effective game layer groupscan: get a certain number of friends to also scan the product to unlock a deal combo scan scan a group of products or promotional items to unlock a deal coupon scan appears for everyone, first comers, or random odds location scan trek to one or more locations and scan a product for a deal
- 17. Not Just Mobile
- 18. PEOPLE.
- 19. The Modern Advertising System COMMERCIAL TRANSMEDIA IDEAS SYSTEMS BEHAVIORS How people take and use information “how” Platforms, channels & technologies “where” CONTENT The information that passes through media channels “WHAT”
- 20. christopher miller EVP, Group Management Director – Digital Twitter: @scubachris @draftfcb Thank you
- 21. View in Presentation Mode @heartlandmobile 21
- 22. The Web is Going Local
- 23. Let’s chat about 3 things
- 24. THE STATE OF LOCAL 24
- 25. The Web is going local 1 in 5desktop searches are related to location. 1 in 3mobile searches are related to location. 25 Source: Google
- 26. The Geo Web is exploding Street View imagery: 21 countries** 1M+ hrs browsing geo content / day 20M+ maps created by users** >4M businesses on Google Places** 26
- 27. THE MOBILE EXPLOSION 27
- 28. The global mobile explosion 5B mobile phones globally1 3x more mobile phones than PCs globally1 28 Source: http://news.bbc.co.uk/1/hi/technology/10569081.stm (July 2010)
- 29. 29 29 Smartphones Will Surpass Feature Phones in US Market Penetration by 2011 Source: Nielsen, March 2010
- 30. Mobile makes location-based services a reality
- 31. Personal Ubiquitous Targeted 1:1 relationship With you everywhere Location-aware
- 32. #amamobile speaker voice camera eyes touch screen skin gps chip location microphone ears
- 33. GOOGLE’S LOCAL FOCUS 33
- 34. Google’s Local services are meant to:
- 35. Making local information more accessible 35
- 36. Making local businesses more discoverable 4M+ businesses have claimed their Google Places page 36
- 37. Many mobile options for local marketing Local product inventory Sponsored Ad Listings Click-to-call MobileCoupons
- 38. See where your friends are right now 38 Google Latitude has 3M+ active users
- 39. Find your way anywhere 39 Google Navigation: 1B miles navigated
- 41. Google Shopper Click to watch video 41
- 42. @heartlandmobile Mobile ApplicationsHeartland Mobile Council – 10/26/2010 Alex Muller CEO, GPShopper LLC & Adjunct Professor, Mobile Marketing, NYU
- 43. Who is GPShopper ? Many different apps - enabled by a robust and scalable platform
- 44. Role of Mobile Apps: Now GPS, CAMERA, MULTI- MEDIA NFC, SECURITY Shopper Marketing M-Commerce CONTACT LIST, GPS, FB, TWIT, CAMERA ICON, GPS, ALERTS ? Customer Acquisition Loyalty and Retention
- 45. Do App Users Matter? 45.5 Million Smartphones in the US in 2009 60.0 percent of all phones sold in the US by 2013
- 46. APP OVERVIEW
- 47. What are Mobile Apps? An application that runs directly on the phone and can have access to the phone’s resourcesMemory, GPS, Camera, Contact List, Accelerometer and other features
- 48. What Kind of Apps Are There? Entertainment: Mobile games, music and content – key use case “entertain and kill time” Marketing goal: brand association and provide value ad to a consumer Utility : Tools, utilities, - key use case “to help perform actions” Marketing goal: facilitate a transaction, enable commerce Content / Informational Apps: Publications, News – key use case “to inform” Marketing goal: acquire demographically targeted audience
- 49. APPS VS. WAP
- 52. Slower speed and page loading
- 54. Connected to advance phone features
- 55. Faster speeds
- 57. Multiple platformsA good mobile strategy will have deeper engagement apps with a strong, but efficient WAP sites as well.
- 59. Quick Access
- 60. Quick Response
- 61. Location Enabled
- 62. Loyalty
- 63. Deep Engagement
- 66. Utility: Is useful to the consumer
- 68. PLATFORMS
- 69. 90K Activations DAILY Walmart now sells iPhone for $97
- 70. 18 Million users
- 72. And keep and eye on:
- 73. Additional Platforms to Know
- 74. The Downside of Apps – Discoverability
- 75. HOW DO I MARKET WITH APPS?
- 76. Everyone who’s anyone has an App Store Device: Blackberry, Apple OS: Android Operator: AT&T, Verizon Independent: Handango, GetJar
- 77. Marketing with Apps Ad Network: Admob, iAd (Banners), GreyStripe (Games with Ad Wrappers), GetJar (Ad Wrappers) Sponsorship: Example, Pork Council sponsored recipe application Build Your Own: Audi Driving Game, Timberland Trail Finder, Nike Apps
- 78. CASE STUDIES
- 79. Best Buy Reward Zone Customer Acquisition M-Commerce Loyalty and Retention Shopper Marketing
- 80. American Standard – How Blue Social Engagement Shopper Marketing Branding Content
- 81. EXPRESS MOBILE Location Based Promotions Customer Acquisition Multimedia Content Shopper Marketing
- 82. Break
- 83. @heartlandmobile Building Fences in the Sky: Geo-Fences, Increased Revenue, and Consumer Value October 26th, 2010
- 84. Placecast is Leading Innovation in Location “Placecast has taken on the problem of delivering advanced location-based advertising head-on, and has executed more than effectively.” Mobile Marketing Watch – January 2010 5 years in development Proprietary technology and patents can digest any expression of location and formulate a normalized output delivered to any connected device Experienced team from mobile, location data and digital media Platform licensing (Nokia/Navteq, O2/Telefonica) and direct sales to brands Platform enabled for 70+ countries Onset Ventures, Voyager Capital and Quatrex Capital are investors
- 86. Proprietary translator creates a “Place Profile”
- 89. Mobile Marketing at Scale: Text alerts reach 70% of all mobile users -4 points YOY 70% Source: comScore: MobiLens, Three month average ending March 2010
- 90. Harris Poll: Consumer Interest in Text-Based Marketing
- 91. Women more interested in groceries, beauty & fashion, men in electronics, bars, sports Almost equal interest in restaurants, fast food, travel, health Source: Placecast The Alert Shopper II, Harris Poll, July 2010
- 93. ShopAlerts: Location-triggered Messaging Consumer opts in to receive messages from a retail brand Customized virtual geo-fences are created for ANY physical location Access the customer’s “always on” mobile device Extend marketing programs to customers while they are shopping EXAMPLE: Geo-Fence Surrounding The North Face 875 N Michigan Ave Chicago, IL 60611 Deliver requested content and information to customers based on time & place Innovative technique for cutting through the clutter
- 94. Flexible Promotion & Opt-in Brands promote the program across virtually any consumer touch point. Consumers opt-in to receive messages through Mobile Web Social Networks Web Site Email & SMS
- 96. Social Network
- 97. SMS or email program
- 98. Web or mobile banner
- 99. Inside store locations: window signage, POS cards, receipts, etc.She/he receives an SMS alert on mobile Message presents a personalized offer Dynamic message- promotional, branding, sponsorship or a reminder Option to leverage digital assets & WAP
- 100. What’s hard about LBA? 1:1 Relevance at Scale… 4 Items/Day with UniqueCoupon Codes by Venue Stores with Geofences Brand Messages can be customized based on real-time user location, time of day, available offers and user behavior
- 101. Coupons, In-App Alerts and Link to CRM Manage coupons, promotions and discounts at the venue or user level Track redemptions Push location-based alerts into existing applications Can also integrate with retail POS and loyalty systems
- 103. Opt-ins
- 104. Opt-outs
- 105. Volume of messages delivered by location and location type
- 106. By day of week
- 107. By time of day
- 108. Volume of triggers by location and location type
- 111. Weather triggers as well
- 112. Introduction of Via Ready Brew in the UK market
- 114. Multiple brands rotated through the program
- 115. Weapon for “Burger Wars”
- 116. Promote different menu items throughout the day
- 117. Redemption via discount code Portal Direct Response
- 118. High level of consumer attention to ShopAlerts: Nearly 60% opened upon receipt PlacecastShopAlerts Pilot Studies 2/10
- 119. 75% rate ShopAlerts Useful PlacecastShopAlerts Pilot Studies 2/10
- 120. For 79%, ShopAlerts increased likelihood to shop PlacecastShopAlerts Pilot Studies 2/10
- 121. Purchase activity increased over time: +48% between Survey 2 and 3 Purchase increased from 44% in Survey 2 to 65% in Survey 3 PlacecastShopAlerts Pilot Studies 2/10
- 122. Location targeting is seen as increasing relevance 88% of Retailer A customers found it positive vs. 80% of Retailer B
- 123. What we’re learning from 2010 retail rollout… Consumers are very positive about the use of their location information, provided there is an exchange of value Texts have most immediate impact on low-consideration products with many retail outlets - more chances to purchase, triggers impulse buying But texts also help to build loyalty and increase awareness of new product intros for higher-consideration products, and serve as reminders Redemption rates on coupons/discount codes from 24% (fashion) to 65% (fast food) Successful recruitment into location-based mobile programs has happened via dedicated email blasts, in-store signage and promotions, direct SMS and social networking Geo-fencing and messaging strategies depend on a number of factors, from the purchase consideration cycle for the product to the number of outlets, time of day and traffic patterns
- 124. What’s Cool About ShopAlerts™? Not an app – works on any phone Location-based marketing at scale – 250M phones in the US today Automated and intelligent service that consumers find valuable, not intrusive Simple to implement at scale vs. other mobile initiatives (extend existing marketing initiatives) It works – purchase rates from 24% – 65%
- 125. Introducing LocalBox – Developer Tools http://www.youtube.com/watch?v=pqGwKRYQQr8
- 126. Thank You Alistair Goodman, CEO(c) +1 510 502 3596 alistair@placecast.net
- 127. @heartlandmobile Q & A.
Hinweis der Redaktion
- Speak to CDJ a bit as Kmart is a little unfamiliar…
- What we’re seeing at Google:1 in 5 desktop searches are related to location [source:Google blog, 4/20/10]. Think of the millions of searches made everyday online to get an estimate of the amount of local activity happening on Google. About 1 in 3 mobile search queries are made by people looking for something in their local area [source: Google mobile blog]For example, iPhone users conduct 30% more daily queries from Maps than do computer users[source: Google Internal stat]
- Another big change is the availability of all the local information on the web in real time. And, this is one area where we are innovating rapidly at Google. Our vision is to geographically organize all the worlds information. With Google’s Geo products and services, we’re using location to increase the relevance of search. We find results for our users that are relevant, fresh, accurate, rich, personalized and packaged to convey what matters and why about every place in the world. With Google Maps, Google Earth, and Google Maps for Mobile, we provide the fastest, most interactive, and visually compelling mapping and local search experience available, wherever the user is located. Every day, Maps and Earth users spend over 1 million hours browsing geo content. We want to help people make local decisions about what to do and where to go on Google. Pull together all the relevant information that's on the web -- photos, reviews, business information, etc. -- so people can make good decisions. Google Maps is the most popular mapping site in the world, Most popular mapping site in Europe, Most popular mapping site in the U.S. 49% market share in the US, with MapQuest the closest competitor at 31% (Hitwise). 17.5% reach out of total online audience worldwide (comScore). Help local businesses connect with the millions of people who are searching for local information with Google Places (google.com/places) businesses can claim their Place Page and then customize and promote their pages - over 4 million businesses around the world have done this already. Getting people to their final destination, no matter where that is. provide the "second map" that is often needed to help users find a building on a college campus, a gate in an airport, or a store in a shopping mallExpanded navigation tools to more users around the worldDriving directions launched to 111 new countries (total = 129)EX. get directions to drive from [Johanessburg to Nairobi]Navigate is now available for Android users in 12 new countries over 50% of users who had access to it tried it out on the first dayNavigate has now helped people navigate over 2.5B KM
- Mobile is the biggest driving force in the digital space today. There are 5B mobile subscribers worldwide, with more than a billion mobile phone connections added to the global tally in the past 18 months. To give you some perspective, that’s 3x more mobile phones than PCs.
- The government did marketers a big favor a few years back when they mandated that all mobile devices include a GPS chip so that emergency 911 services could locate a caller in distress. Now that all cell phones include a GPS chip, location-based services have become a reality. And this will have a dramatic impact on local marketers. Foursquare, Gowalla and Google Latitude have taken off due to mobile GPS capabilities. Also, the potential for opt-in, relevant locally targeted ads will shortly become a reality. And with Near Field Communication chips soon to be standard in smartphones, our mobile devices will become our wallets. Imagine the ability to pay for all of your transactions with your cell phones and have those purchases automatically fed into your loyalty programs at Starbucks, Target, Best Buy, etc…. And, if you so choose, you could receive alerts the next time you walk into a Target about products that you purchased in the past that are now on special. This is already happening in Japan and Korea. And it’s been talked about for some time in the US. It will happen soon in the US. At a hyper-local level, restaurants, bars, local retailers, etc… will also be able to get into the game.
- Powerful mobile processing, connectivity and cloud computing have all converged on high-end devices. Because of these three tech trends, here at Google we don’t see the phone as simply a phone. Take this Android device here. It's a sensor rich device: with a camera, a speaker, a microphone, a GPS chip an accelerometer, etc. But megapixel cameras have been around for a years. And your high school prom had a better P.A. system than this phone. But what happens when you take this sensor-rich computing device, and connect it to cloud services?This camera becomes an eye to see with; the mic and speaker become ears and a mouth to hear and speak with; and the GPS chip becomes a personal compass.That's magic -- that's a new era of computing.How these new high-end devices are radically transforming the possibilities for how consumers engage and interact on mobile and the implications this has for you as marketers.Let me to share with you some examples of how these phones have transformed what consumers are able to do and what they’re demanding from their mobile phones. _______________________________
- Google Places help local businesses connect with the millions of people who are searching for local information with Google Places (google.com/places) businesses can claim their Place Page and then customize and promote their pages - over 4 million businesses around the world have done this already. SERVICE AREAS: If you travel to serve customers, you can now show which geographic areas you serve. And if you run a business without a storefront or office location, you can now make your address private.TAGS: For just $25 per month, businesses in select cities can make their listings stand out on Google.com and Google Maps with Tags. As of today, we’re rolling out Tags to three new cities — Austin, Atlanta and Washington, D.C. — in addition to ongoing availability in Houston and San Jose, CA. In the coming weeks we'll also be introducing Tags in Chicago, San Diego, Seattle, Boulder and San Francisco.BUSINESS PHOTO SHOOT: In addition to uploading their own photos, businesses in select cities can now request a free photo shoot of the interior of their business which we'll use to supplement existing photos of businesses on Place Pages. We've been experimenting with this over the past few months, and now have created a site for businesses to learn more and express their interest in participating.CUSTOMIZED QR CODES: From the dashboard page of Google Places, businesses in the U.S. can download a QR code that’s unique to their business, directly from their dashboard page. QR codes can be placed on business cards or other marketing materials, and customers can scan them with certain smartphones to be taken directly to the mobile version of the Place Page for that business.FAVORITE PLACES: We're doing a second round of our Favorite Places program, and are mailing window decals to 50,000 businesses around the U.S. These decals include a QR code that can be scanned with a smartphone to directly view the mobile Place Page for the business to learn more about their great offerings.Personalized Dashboard: track how many times people found your business on Google, what keywords they used to find it and even what areas people traveled from to visit your business.
- Recently I was in Las Vegas and walking down Las Vegas Blvd. Now I don’t the name of every big hotel on the strip, and when I saw this huge Eiffel Tower out in front of one of them I wondered which place this was. I took out my Nexus One and snapped a picture with Google Goggles. Google Goggles is an application available for Android. It leverages the camera, GPS, cloud and connectivity– and supercharges the definition of “search” on your mobile phone.Bam! It instantly pulls up the landmark and is smart enough to know that I’m not in France. It tells me that this is the Paris Hotel and Casino!
- Since the launch of the iPhone and the iPod Touch, 52 and 42 million devices have been sold respectively (Guardian). First trimester this year sales up 131%. Selling about 40 M units of iPhones predicted for 2010 74% of iPhone users are over the age of 25
- Research In Motion outsold both of them, and had 36% of the sales.
- Nearly 35M Active users by year end, 28% of smartphone sales, while the iPhone accounted for 21%, according to market research firm NPD.Research In Motion outsold both of them, and had 36% of the sales.